Navigating the post-Christmas slump: keeping customers engaged after the festive season

• 24 January 2025

Have you ever wondered how to foster your customer relationships during the quiet period following the holiday rush? Laura Bracher discusses customer retention strategies for brands, using customer behaviour data to help guide January campaigns and explains how connecting emotionally with consumers can benefit engagement.

As the gift-buying frenzy subsides, the Christmas trees are packed away, and we surrender to our elastic-waist trousers, we appreciate it's not just consumers who suffer from the January Blues. Retailers face a new challenge: the dreaded post-Christmas sales slump.

Newly budget-conscious consumers in January can leave businesses scrambling to maintain the momentum that carried them through the festive season. But while this period may be quieter, it also presents brands with an opportunity to stand out, keeping customers engaged during that post-holiday lull.

As Prateek Gupta, managing director at Omnicom Media Group UK, points out: "Navigating the post-Christmas period requires data-driven strategies that align with evolving consumer behaviour." Brands that use their holiday shopping data effectively and adjust their marketing strategies accordingly can avoid that drastic drop in engagement.

Tags:

• Digital Marketing
• Customer Experience
• Strategy

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